| With Google reporting that over 50% of their | | | | of its population online. A very small proportion of |
| traffic comes from multilingual searches, it has | | | | online users in China own a credit card or even |
| become crucial to consider developing a multilingual | | | | have the right to order what they want, while in |
| online presence. However, the question remains | | | | Japan it is exactly the reverse. |
| the same: Which markets to target? Which ones | | | | Once again, no one should confuse the amount of |
| are the most important in terms of users, etc.? | | | | users versus the buying power of a given |
| First of all, let's see which parts of the world | | | | market. |
| feature the most users. Contrary to general | | | | On the other hand, one needs to consider the |
| belief, it is not North America! With close to 400 | | | | worth of Third World markets/economically |
| million users, Asia definitely takes the lead, | | | | disadvantaged countries. For instance, countries |
| followed by Europe with approximately 315 million | | | | like Bangladesh, Mozambique, Somalia, etc., might |
| users, in comparison to 232 million in North | | | | not seem very attractive at first. However, in |
| America (North America being defined as the U.S., | | | | Third World markets, those online are affluent and |
| Canada, and Mexico). | | | | wealthy. In those countries, there is no middle |
| In my extensive experience with multilingual online | | | | class. Basically, you are either dirt poor or filthy |
| applications, I have learned over the years to | | | | rich! Online users in those countries belong to the |
| differentiate clearly the amount of users versus | | | | the second category. Many online gambling portals |
| the market potentiality of a product or a service. | | | | and entertainment websites of all kinds have |
| For example, the Hispanic online market (between | | | | found high spenders in |
| South and Central America, the U.S., the | | | | economically-disadvantaged-markets. In fact, |
| Caribbean and Spain) features slightly more users | | | | wealthy individuals in Rwanda or Chad do not |
| than the French-speaking market. But when it | | | | have many entertainment outlets in their |
| comes to buying power, countries like France, | | | | homeland! Furthermore, most everything is lacking |
| Belgium, Switzerland and Canada (Quebec) have | | | | within their country infrastructure: clothing, |
| so much more buying power than Peru, Bolivia or | | | | electronics, etc. Online applications have therefore |
| Chile! | | | | become a form of "entertainment salvation" for |
| More than just buying power, we need to look at | | | | the wealthy minorities of third world markets. |
| the cultural ramifications involved in internet | | | | Online multilingual markets are complex, and |
| behaviors. In other terms, is a specific market | | | | instead of looking at languages/countries just by |
| used to ordering & transacting online? For | | | | their buying power or number of users, one |
| instance, compared to its amount of users, | | | | should evaluate what they have to offer and |
| France is extremely active online, while | | | | define the marketability of their products and |
| French-speaking countries in Africa are | | | | services accordingly. |
| proportionally inactive. The same applies when | | | | Are you looking for end users to buy your |
| comparing Spain and some South American | | | | products? Then look at the buying power of the |
| countries. If you were to compare the online | | | | targeted markets along with the reliability of their |
| buying habits between 100,000 users in Spain and | | | | postal and transportation services. Are you a |
| the same number of users throughout South | | | | manufacturer looking to find more distributors/to |
| America, you would notice that people out of | | | | increase your exports? Then chances are that |
| Spain order products and services at least 5 | | | | the world is your oyster. |
| times more than their South American peers. | | | | I advise you to perform a meticulous evaluation |
| In many cases, it is not a matter of buying | | | | of your market potential when developing a |
| power, but rather mail order habits based on the | | | | presence on multilingual search engines. So many |
| country's postal delivery system. In fact, in many | | | | factors need to be taken into consideration...Do |
| countries where the postal system is unreliable | | | | not look at Japanese, French or Spanish just as |
| (not to say flaky!), online users were not | | | | country specific, but rather online language market |
| "groomed" with mail order habits prior to the | | | | shares! Just as an example, aside from all |
| internet. As a result, although such markets will | | | | countries where Spanish is spoken, one of the |
| look for products and services online, they | | | | most active Hispanic online markets is in the U.S.! |
| certainly are not as mail order oriented as other | | | | WWW = World Wide Web. Is your website really |
| countries featuring more efficient mailing systems. | | | | reaching worldwide? |
| Therefore, it is impossible to rely solely on the | | | | The time has come to implement action on a |
| amount of users when considering establishing a | | | | global scale! |
| multilingual presence online. Another good example | | | | For fun, test your global knowledge by taking the |
| to illustrate such fact would be China and Japan. | | | | following quiz: |
| China currently has almost 145 million users and it | | | | SEO Consultant Mathias Levarek is talking about |
| is one of the fastest growing markets on the | | | | Inetenation / Multilingual Online Market. They |
| internet. Japan, with 86 million users, has nearly | | | | provide Advanced Link-Building Solutions covering |
| reached its maximum potential with almost 70% | | | | almost all kind of off-page seo activities. |